engleski

INTERNET MARKETING COMMUNICATION CHALLENGES - OPINIONS OF CROATIAN CUSTOMERS AND MARKETING AGENCIES

Internet and digital technology have played a major role in the development of digital marketing and marketing branch in general. According to previous research internet marketing become a significant and indispensable part of contemporary business due to the fact that it is often more profitable than the traditional one, and also because it offers better results. But for this to be the case, it is crucial to manage quality communication with consumers. Internet marketing communication is in many ways different from the traditional one, so choosing one itself is a challenge for businesses. The internet helps globalization, so saturation creates a lot of pressure for businesses. It's not easy to survive, much less to be the best and to be competitive, so companies need to respond to new situations in a timely manner. However, the question is whether internet marketing is the right choice for all businesses with respect to their target groups. Therefore, it is extremely important to predict the future, and as the pace of technological development increases with age, it is necessary to assume the characteristics of future generations, as well as the new characteristics of already existing target groups. There are therefore many challenges facing businesses that communicate with their consumers on a daily basis, and this paper aims to investigate and present all the current challenges of internet marketing communication that businesses should consider to survive. On the other hand, it is also important to see how consumers themselves accept these challenges. So, this paper provides insight into the theoretical part, based on secondary data and presents the results of qualitative research conducted on consumers and marketing agencies to gain a better understanding of what is happening on the Croatian market.

challenges, consumers, internet, internet marketing communication, marketing agencies

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